Mercy Hospital was perceived as an outdated brand that solely catered to the elderly. The reality, however, was far different: Mercy was one of the best places to have a baby in the entire region, boasting excellent outcomes, top-tier technology, luxurious private rooms and beautiful, waterfront views.

In billboard, print and direct mail, we ran a “blind, teaser” campaign touting Mercy’s maternity services in the style of a luxurious resort. The ads directed women to visit a website—MyFirstClassDelivery.com—for more information and to sign up for a tour. Once the visitor landed on the website, we revealed the Mercy brand.